New Business Tools: The Definitive Guide

Transcription

1 New Business Tools: The Definitive Guide

2 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 2 While social media is an extremely popular tool for agency new business (used by 87% of agencies), only 18% think it's effective. And can you guess what the most over-rated of all the social media tools used for new business is? If you guessed Facebook, you're correct. It's too personal and not useful for prospecting. Any guess on the most over-rated CRM? Agencies tell us it's Salesforce. They think it's too complex, too expensive, and not designed for the agency world. And the most over-rated presentation software? Prezi. Agencies complain of it crashing, it being too distracting, and too hard to edit. With so many new business tools popping up every day, how does one know what's best for their agency's new business needs?

3 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 3 BACKGROUND The 2013 Mirren-RSW/US Definitive Guide to New Business Tools is a must-read resource for any agency employee involved in Agency New Business. The Definitive Guide houses information gleaned from close to 300 agency executives about the effectiveness of different new business tools they use to support their business. The list is deep and it cuts across a variety of different categories, so grab a cup of coffee, or a stiff one and enjoy the ride! The survey used to collect the data in this guide was released to respondents in April Mirren Business Development's database and RSW/US' database of senior agency executives were used for this study.

4 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 4 About Mirren Mirren is exclusively focused on new business strategy for marketing services agencies across all disciplines. They work closely with agency principals and new business leaders who are fighting the battle every day at their agencies. Mirren offers three services: New Business Network & Resource Center, On-Site New Business Training, and the annual Mirren New Business Conference. More information about Mirren can be accessed at or by contacting Brent Hodgins at About RSW/US RSW/US is a full service, outsourced agency lead generation and new business development firm that helps marketing service companies (exclusively) find and win new business. They help Agencies find qualified leads, set meetings, better position them in the market, and help move them closer to close. More information about RSW/US can be accessed at: or by contacting Mark Sneider at

5 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 5 The size of the agency responding was fairly consistent with the distribution of agencies nationally. How many employees do you have in your agency? 7% 14% 15% 21% 43% The majority of the respondents to this survey were either the President/CEO/COO of the agency or the New Business Manager/Director/VP of the agency. Please select the title that most closely represents your role in the agency. 36% President/CEO/COO 49% Account Manager/Director/VP Creative Manager/Director/VP New Business Manager/Director/VP 11% 4%

6 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 6 If you would like to reproduce any of our findings in any format whatsoever, please either give Brent Hodgins a call at Mirren Business Development ( ) or him at Or you can call Mark Sneider at RSW/US ( ) or him at

8 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 8 USAGE OF AGENCY NEW BUSINESS TOOLS Usage of new business platforms varies greatly. Social media is by far the most widely used tool for new business development. Inbound Marketing is among the least used - which is not surprising given the relative newness of this vehicle/approach to new business. Interestingly, fewer than half of all agencies use a list service or a CRM, suggesting that having an organized and detailed program within an agency for new business development isn't necessarily universal. We suspect many agencies are either still living off the Fewer than half of all agencies use a list service or a CRM referral/networking lifeline or they are piecing together agency new business efforts on an ad hoc or on an "as time permits" basis. We will see additional evidence of this as we analyze the use of specific tools later in the report.

10 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 10 FREQUENCY OF AGENCY NEW BUSINESS TOOLS USAGE Not surprising, the use of different new business tools varies as well. We are surprised to not see more frequent use of things that can be vital to a successful new business development program, like CRM, Social Media, SEO, and List. If running a well-oiled new business program, CRM is managed daily, social media is worked at least a couple times a day, you're checking who's on your site with some regularity, and lists are worked on-going. Many agency principals tell us that too often they feel like the Cobbler, whose children have no shoes. While they are doing great things for their clients, it's often their own business that suffers and loses out (rightly) to good paying clients. If, as an agency principal (or New Business Director,) you're going to invest in these types of tools, for goodness sake use them! Or set yourself up so you have the right people in place to use them. Buying Salesforce or setting up a Twitter account (as examples) and not using them to their fullest certainly isn't a great use of your financial resources.

13 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 13 SOCIAL MEDIA PLATFORMS No surprise that LinkedIn (21%), Twitter (20%), and Facebook (21%) are the most used social media platforms among agencies responding to the survey. YouTube is also a relatively popular platform (and likely growing in popularity as more agencies are using video to communicate their value). 14% of agency execs said they have used YouTube as a new business development platform. Anecdotally, we're seeing more agencies turn to video case studies as a way of bringing experience and successes to life. What wasn't surprising was the number of agencies using social media. What was surprising was the small number that rated it as an effective tool to help generate new business. Only 18% rated social media as being effective.

14 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 14 Of the three most popular media, all three rated at lower levels for their effectiveness. Social Media Platform % Using % Rate as Effective (7-10 rating among users)* LindedIn 21% 19% Facebook 21% 19% Twitter 20% 17% YouTube 14% 20% Pinterest 8% 13% Google + 8% 19% Vimeo 7% 23% Other mentions 1% (FourSquare, Quora, Slideshare, xing.com, Flipboard, Vine, Instagram) *Effectiveness % ratings are calculated as a percentage of the number of users using the specific tool in question. In open-ended comments, agency executives noted the following for reasons why they generally felt that social wasn't a great tool for agency new business: Social impacts reputation and not leads It's more to support SEO - which directly impacts new business Social is good to vet new leads, but not to generate them It's great in conjunction with other activity, but not alone I'm relatively new at it Can't measure its effectiveness

15 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 15 We think what some agencies fail to recognize is that social isn't a magic bullet and it takes time and commitment to make an impact. It's easy for Brent and me to reach all of you agency folk via social media because you're on it and using it. That's why people like us find such favor in it. Reaching marketers is a completely different story. Social takes time and commitment to make an impact We use social media at RSW/US when we represent our clients, but it's part of a much bigger program. Occasionally we do find ourselves setting meetings via Twitter or LinkedIn, but traditional platforms still most often win the day. So make it part of your program...just don't make it the program.

16 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 16 Most Effective Social Media Platform When asked to identify the most effective social media platform, LinkedIn was by far the favorite: Social Media Platform % Rationale Favoring LinkedIn 63% Best way to connect directly/exhibit thought leadership Great for research and targeting prospects More business focused/ Right environment Good for list generation Twitter 13% Helps position me as an expert Easiest to manage Greatest reach Facebook 10% New website for agencies More personal

17 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 17 Most Over-Rated Social Media Platform(s) 45% of respondents said that Facebook was by far the most over-rated social media platform: It's more for employee recruiting It's more of a reflection of our culture It's more personal 21% said Twitter was the most over-rated for new business development: Tweets have short shelf life My customers aren't followers It's "too noisy" It's just a megaphone for most 12% stated that Pinterest was the most over-rated social platform, primarily for reasons of not really knowing how to use it: "Was talk of the town, now almost forgotten" Too niche

18 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE CRM SOFTWARE 18

19 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 19 CRM SOFTWARE Three things are clear: 1) CRM systems aren't widely used (only 45% of agencies responding say they're using one); 2) It is a very fragmented market. 39% of agencies using a CRM are using Salesforce. 10% are using Workamajig. After that, the market choices are numerous; 3) Agencies aren't overwhelmingly happy with their options. Only 37% of agencies using a CRM believe their system is effective at managing the new business development process. 35% state their CRM isn't effective and the remainder are indifferent. Why not effective? Agencies tell us: Difficult to keep it updated Only use it as a database Too complex/too expensive 35% of Agencies don t find CRM effective In the end, we're not sure there really is any one good system specifically designed for agencies. A lot of the systems out there are designed for companies with large sales forces selling "things" and not creative services. The sale is different and requires different processes.

20 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 20 But all that said, a big part of what makes CRMs not as effective for agencies is because agencies aren't using them to their fullest or with a great deal of frequency. 39% of agency executives stated they use their CRM once a month or less often! This is no way to effectively create a productive on-going new business development program! Most Effective CRM Software Salesforce was rated the most effective CRM - but by only 26% of the surveyed agency executives. The rest basically said "they were all the same". What agencies like about Salesforce is that it is "easy to manage" and "reliable". Most Over-Rated CRM Software The darling and the dog! Part of the pains of being the most used CRM. While more agency executives like Salesforce over other CRM systems, more agency executives also feel Salesforce is the most over-rated of all the CRMs available. Those that responded feel this way about Salesforce because it is viewed as: Too complex Too expensive Overkill Good for larger sales teams Not designed for agencies

23 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 23 RESEARCH SERVICES The majority of agencies in our survey say they use research services (60%). 41% of those that use research services deem them effective at helping them bolster their agency's new business development efforts. Agency executives state they use research services because of the following reasons: Clients/prospects love research "How can you pitch someone if you don't know their business?" "It's like going to battle and not reading the decoded message from the enemy!" Those that don't subscribe to specific services don't because: Data isn't granular enough Limited information available on regional prospects Value doesn't match cost

24 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 24 Hoovers, Forrester, Mintel, and Iconoculture were rated among the most used, with Hoover's being the most popular, but oddly enough, the least well liked among the four: Research Service % Using % Rate as Effective (7-10 rating among users)* Hoovers 17% 36% Forrester 17% 45% Mintel 12% 56% Iconoculture 10% 49% Trendwatching.com 7% 44% Redbooks 7% 43% Jigsaw 7% 28% Datamonitor 5% 53% Gongos 5% 53% Other mentions 18% (4A s, The List, Internal Resources, WARC, Second Wind, Lexus Nexus, ComSCore, MRI, emarketer, Mirren, Data.com, Access Confidential, Ratti) In the big picture, the key, regardless of what service you use, is having some insight into your prospect's world. Walking into an agency new business meeting empty handed and with the canned pitch does nobody any good. Show you care by doing your homework. The prospect will be impressed - may even be enlightened by your insights - and who knows, you might even enjoy the deeper discussion and perspective about the prospect's business! Show you care by doing your homework

25 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 25 Most Effective Research Service When asked to identify the most effective research service, Mintel was rated highest, with 12% believing it was the most effective resource: Research Service % Favoring Rationale Mintel 12% Solid insight Easy to comprehend The List 9% Mostly list driven comments and a few comments about the intel provided Hoovers 7% Valuable information Most Over-Rated Research Service 22% of respondents said that Hoovers was by far the most over-rated research service: Limited content Out of date information Price/value out of whack

26 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE PRESENTATION SOFTWARE 26

27 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 27 PRESENTATION SOFTWARE PowerPoint continues to be the leader among software options used by agencies for presentations. 32% of all respondents state PowerPoint is their primary means of presenting. Regardless of the software platform used, there doesn't seem to be any major concerns relative to their performance. We think the right choice boils down to what you/your agency are most comfortable with. The right choice boils down to what you/your agency are most comfortable with That said, there are some good insights relative to why agencies prefer one over another software platform that might prove helpful if you're thinking about switching or starting - all outlined on the following page. Right behind PowerPoint is Keynote, followed by Prezi, and Slideshare. They all appear to be equally loved among those using them.

28 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 28 Presentation Software % Using % Rate as Effective (7-10 rating among users)* Powerpoint 32% 69% Keynote 25% 73% Prezi 19% 71% Slide Share 17% 69% PowerShow 1% 75% Empressr 1% 67% Projeqt 0% N/A Author Stream 0% N/A Other mentions 8% (Slide Rocket, Clearslide, ipresent, Google Presentation, Adobe Creative Suite, BrightTALK, PDF) The advice we give our RSW/US agency clients and Brent gives his agency clients is to do your best to put your presentation away and come to the table with a handful of smart, strategic questions about the prospect's business or category. Marketers tell us year after year in our surveys that agencies spend too much time talking about themselves. Canned presentations (live or via a platform like WebEx) simply feed into this perception and does no one any good. Most Effective Presentation Software PowerPoint and Keynote were the two most preferred software platforms for presentations. Simplicity was a common theme shared across the two, but Keynote appears to have deeper, more meaningful reasons for its appeal.

29 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 29 Presentation % Rationale Software Favoring Keynote 27% Simple, easy to use Attractive, intuitive Combines functionality of PowerPoint with bling of Prezi PowerPoint 27% Clients use it Easy to use/most anyone can use it Reliable Prezi* 16% Movement is impressive Demonstrates creativity * Generally speaking, positive comments for Prezi were not as robust relative to competitors. Most Over-Rated Presentation Software 33% of respondents said that PowerPoint was the most over-rated presentation software: Design limitations/limiting "Glitchy" Boring. Flattens work, room, energy 24% said Prezi was the most over-rated: Impactful, but takes years to program Bloated, crashes Makes audience distracted Hard to edit

30 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE PROSPECT CONTACT/LIST BUILDING SERVICES 30

31 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 31 PROSPECT CONTACT/LIST BUILDING SERVICES Prospect Contact/List Building Services Nearly half of those agency executives using list services (43% of the respondents) use The List to support their needs. While the most popular of the services offered, The List does not rate the highest for effectiveness. Access Confidential (Hoovers offering) takes the prize for this measure. List Building Services % Using % Rate as Effective (7-10 rating among users)* The List 49% 45% Jigsaw 20% 44% Access Confidential 17% 62% Netprosp 1% 0% Mintigo 0% N/A Oceanos 0% N/A Other mentions 13% (RSW/US, AdData, Pearlfinders, LinkedIn, Hubspot, Adweek, Inside View, Lexus Nexus)

32 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 32 The primary issues noted among respondents among lists providers in general was the fact that many times lists aren't up-to-date. With marketers moving from job to job at a greater rate than ever before (average CMO's tenure is 18 months), it's no surprise that it s difficult to keep lists fresh and clean. Our advice in the world of lists is two-fold: 1) Recognize going in that no list is the be-all, end-all. They all have their issues. Unless lists are cleaned the week before you use them, you're always going to run into accuracy problems. 2) Use LinkedIn to validate the data and as a supplement to your larger list building activities. LinkedIn is a decent resource that can complement your efforts and it can also be a great insight resource to help your prospecting efforts. Recognize going in that no list is the be-all, end-all Most Effective Prospect Contact/List Building Services Probably because more are using The List, it was selected most often as being the most effective among the choices in the market today. Agencies like the level of content, the quality of the content, and the general accuracy of the list they provide.

33 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 33 List Building % Rationale Software Favoring The List 28% Level of content/quality More accurate Access Confidential 13% Get info if no available More updated Turn around requests quickly Jigsaw 8% No comments provided by respondents Most Over-Rated Prospect Contact/List Building Services 27% of respondents said The List was the most over-rated list building software platform: Primarily issues of lists not being up-to-date noted 11% said Jigsaw was the most over-rated: Same issues noted relative to the accuracy of the lists

34 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE SEO TOOLS 34

35 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 35 SEO TOOLS No surprise that Google Analytics is the most widely used SEO tool (used by 42% of agency executives responding to the survey). It's free and relatively robust. AdWords is used by 24% of respondents and Wordpress' SEO tool is used by 19% of agency executives responding. A quarter of those that use SEO analytical tools say their SEO tool is not all that effective. Primary reasons given revolve around the fact that they aren't using the tool much at all, or not to its fullest. Those that do find their SEO analytical tool effective (36%) point to the fact they are putting the time into it - and getting great insights and leads from it. SEO Tools % Using % Rate as Effective (7-10 rating among users)* Google Analytics 42% 39% Adwords 24% 52% Wordpress 19% 43% SpyFu 3% 57% SEM Rush 2% 50% Open Site Explorer 2% 71% SEOQuake 1% 60% Majesti SEO 1% 60% Other mentions 6% (SEOMoz, BrightEdge, Hubspot, Get Clicky, Statcounter)

36 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 36 Interestingly, while Google Analytics is the most used of the SEO tools, it is viewed as the least effective. We suspect this is related to the fact that agencies aren't putting much time into managing it. With AdWords and Wordpress, they are easier systems to manage. And interestingly, the frequency of usage among agency executives is relatively low compared to other things agencies are using at a pretty high level. Only 17% of agencies responding to this survey say they manage their SEO analytics daily as compared to 36% of these same executives that say they do something in the social space every day - and as we noted earlier, the 36% was low in our books. Agencies should be checking their analytics at least a few times a week as you never know what big prospect might be lurking around your site. Agencies should be checking their analytics at least a few times a week Most Effective SEO Tools Because of the sheer numbers of people that use Google Analytics, it was rated as the most effective when compared to the other options. 20% of respondents rated Google Analytics as most effective because it is "free" and has "tons of info". Most Over-Rated SEO Tools Agencies couldn't provide any perspective on which SEO offering was most over-rated. 78% of respondents said they were "not sure".

37 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE /AUTO-RESPONDER SERVICES 37

38 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 38 /AUTO-RESPONDER SERVICES Agency's use of services is concentrated in three platforms. 24% of agency executives said they use MailChimp, 22% use Constant Contact, and 11% use Emma. Beyond these platforms, there are a variety of different platforms being used like Campaign Monitor, Exact Target, and icontact. 55% of agency executives state the platforms they use are very effective, primarily because: They are easy to use They are customizable They are easy to track The 15% that don't find these platforms as effective say so because they don't put the time into them to make it work. Of the three most used platforms, Emma is perceived as being far less effective than the other more popular platforms. Comments centered on the feeling that Emma's s were too obviously auto-generated and spammy.

39 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 39 /Autoresponder Services % Using % Rate as Effective (7-10 rating among users)* Mailchimp 24% 64% Constant Contact 22% 55% Emma 11% 20% icontact 3% 100% Infusion 2% 100% Vertical Response 2% 33% Aweber 1% 100% Get Response 0% N/A Other mentions 35% (Hubspot, Campaign Monitor, Exact Target, sf.com Genius, Act On, Benchmark, Conversen, What counts, Listrak, Pardot, Alterian, MarketFirst, Net- Results, Interspire, Prospect Smarter, MarketVolt, Silverpop) At the end of the day, most of these services offer basically the same thing. The key differentiator is not what surrounds your content, but rather the content itself. Too self-promotional and no one will care. Too much frequency and you'll turn your prospects off. Key is great valueadded content your prospects and clients can really benefit from. Most Effective /Auto-responder Service Few respondents identified services they felt were head and shoulders above the rest. 10% rated MailChimp and 10% rated Constant Contact as the most effective among all the platforms.

40 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 40 Most Over-Rated /Auto-responder Service 20% of respondents said that Constant Contact was the most over-rated service, for the following reasons: Clumsy Limited capabilities

41 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE SURVEY SOFTWARE 41

42 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 42 SURVEY SOFTWARE Nearly 80% of those that are using survey software (54% of the sample) are using SurveyMonkey/Zoomerang (79%). Of those that felt like survey software was not effective (25%), their reasons for saying this include: No bandwidth to use No flexibility Our lack of expertise Over 40% say the survey software they are using is effective. It all boils down to the fact that using surveys is helping agencies get at better and more original insights. This category number roughly matches the level of satisfaction for SurveyMonkey at 45%: Great at helping get at original insights Use it for clients Prospects love to hear about themselves Inexpensive Straightforward When asked to identify the most over-rated survey platform, 85% stated they weren't sure, suggesting general satisfaction with the options available in this category of products.

43 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 43 Independent survey research is a great way to really help your agency set itself apart. It shows prospects you care enough about them to take the time to study their business - and who knows - it can be a great way of unearthing a real "WOW!" of an insight. A great way to really help your agency set itself apart Survey Software % Using % Rate as Effective (7-10 rating among users)* SurveyMonkey/Zoomerang 79% 45% SurveyGizmo 4% 67% Survey Analytics 4% 67% QuestionPro 2% 75% FluidSurveys 1% 0% Other mentions 10% (ResearchNow, Qualtrics, Second Wind, Mailchimp, Google Docs, SPSS, Vovici)

44 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE SOCIAL MEDIA MONITORING TOOLS 44

45 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 45 SOCIAL MEDIA MONITORING TOOLS HootSuite is the #1 social media monitoring tool used by agencies. 37% state they use it. 21% use Tweetdeck and 13% use Klout. Others mentioned include Radian6, Sysomos, and Sprout Social. When asked to rate the most effective of the bunch, agencies rated HootSuite most effective because: Easy to use User friendly Allows more social platforms A large number of agency executives responding say they feel the offerings in this space are effective (42%). Reasons given include: Simple to use Good for monitoring While the level of dissatisfaction in this category of service offerings is half the level of those satisfied, the commentary relative to reasons why they don't like the products offered in this space was much more robust: Limitations on social media outlets included in the package Hard to find actionable insights Not using very effectively

47 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 47 Key to success with social media monitoring, like many of the other platforms analyzed in this report, is organization and consistency. Take the time upfront (or set some time aside if you already have a system set up) to make sure your categories are well organized, you're following the right folks that matter most, and you're consistently watching the activity. Absent of order and consistency, these tools will simply overwhelm and eventually turn into great dust collectors. Take the time upfront Most Over-Rated Social Media Monitoring Tools 16% of respondents said that Klout was by the most over-rated social media monitoring tools: Not representative Their Klout "score" is much ado about nothing 13% said Raidan6: Too complicated Pricey Rarely use most of it

49 NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE 49 INBOUND MARKETING PLATFORMS 51% of the small number of agency executives that use Inbound Marketing Platforms (only 22%) are using (or have used) HubSpot. The next most widely used platforms are Marketo (15%) and Eloqua (11%). 43% of the respondents say Inbound Marketing platforms are effective and 27% say they are not. Of note, we found it somewhat surprising the "ineffectiveness" rating is as high as it is given the newness of the platform. There were few responses as to "why" they said effective or not, likely given the newness of the offering. Interestingly, while HubSpot was rated the most widely used, it was not rated the most effective among the three platforms most used.

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